Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Tuesday, October 30th 2:15 PM – 3:30 PM Track I: The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment The ever expanding boundaries of entertainment in the national as well as global culture presents not just opportunities for specific brand extension or advertising, the merger of Hollywood and Madison Ave. represents a quantitative shift in the creative process. As the consumer alters its relationship to media, integrating broadband into every aspect of everyday life - from the mobile, to the public space and into the home - the power of the electronic message, whether delivered as advertising or via movies, TV, games, news or even as a function of the communications device itself, is a transformational tool. The industry is now experiencing its first steps in the fusion of marketing, entertainment and content. The real excitement will be found as the creative talent in the industry gets to experiment, innovate and produce new forms. John McCarus, VP Director Brand Content, DIGITAS Daryl Evans, Vice President of Advertising & Marketing Communications, AT&T Wireless Eric Hadley, CMO, Heavy Corporation David Lang, Director of Programming, MindShare Entertainment David Goodrich, West Coast Digital Media Director, NEXT, OMG Digital Todd Steinman, COO, M80 Jim Heckman, Chief Strategy Office, Zazzle Michael Kassan, Principal, Media Link, LLC, Moderator John McCarus, VP Director Brand Content, DIGITAS: As Vice President, Director of Brand Content for Digitas – A Publicis-owned full service interactive agency, John works across all Digitas client businesses to source and create digital brand content solutions on the web. Reporting to Digitas EVP, Global Creative Director, he works with the agency’s media, creative and marketing leaders to develop digital content strategy and brand content solutions across multiple channels. Digitas’ brand content unit has created and produced original digital programming for high profile brands including Delta, Kraft, GM, Holiday Inn, Miller Brewing and American Express. Examples range from original content development to integration and co-creation in partnership with existing entertainment properties and established talent as well as with the exploding number of talented content producers now working on the web. Prior to his current role, John served as Vice President of Brand Development for Alliance, an entertainment development and strategic partnership unit of WPP. While at Alliance, McCarus developed custom integrated programs in the branded entertainment arena incorporating TV, Music, Filmed Entertainment, Video Gaming and Live Event Programming. Clients included CoverGirl, Max Factor, Old Spice, Pantene, Pringles, Hasbro Games, Secret, Staples, Playtex and Taco Bell. In 2004, McCarus co-created and developed the first ever Music Upfront Conference in partnership with Adweek and Billboard Magazines, designed to give brands a first hand preview of upcoming content from the major music labels with the goal of developing brand/music partnerships and integration deals. Prior to joining Alliance, McCarus had a highly successful career in Magazine Publishing with several key posts including Director of Corporate Advertising Sales for Conde Nast Publications and Associate Publisher at both The New Yorker Magazine and Rolling Stone Magazine. McCarus was also one of the original Publishers of Saveur – an Epicurean lifestyle title launched by publishing maverick Chris Meigher in 1995. McCarus currently lives in Bronxville, NY with his wife and two daughthers David Lang, Director Programming, MindShare Entertainment: In David’s short time with the agency, he and his team have helped produce nearly 20 high-profile branded entertainment projects for brands including American Express, Sprint and Unilever’s AXE, Degree, Dove and Suave. His recent collaboration on Dove body wash’s consumer-generated content campaign was recognized with a 2007 Bronze Cannes Media Lions and in 2006 he was named a Media Maven by Advertising Age. David is an Emmy Award winning producer, as well as writer, director, and former on-air talent. He has developed and produced programs for cable and broadcast networks with a focus on comedy, reality, documentary and scripted genres. His interest in marketing and in linking marketers to content is a long-standing one, beginning in 1998 with his first branded program. David’s approach to production and branded entertainment is to develop balanced partnerships, multiplatform opportunities, and properties that are strategically right for the brand, as well as compelling for the audience. David joined MindShare from Loren Michaels’ Broadway Video, where he was Senior Vice President, Development & Production. David, his wife, Debra, and their two children live in Manhattan. Jeff Minsky, Director, Emerging Media Platforms, OMG NEXTJeff Minsky is currently Director of NEXT, the Emerging Media Platforms arm of OMG Digital, bringing education and guidance to clients navigating the tumultuous waters of the transition from an analog linear media world to a fragmented digital, interactive media world. As part of OMG, Jeff works with internal groups and clients from OMD, PHD and Prometheus Media Services. As part of NEXT, he leads the Omnicom Media Shared Learning Consortium (OMSLC), a group of 12+ Omnicom clients who are testing various emerging technologies such as VOD, iTV, broadband, wireless, videogaming and digital signage and providing pricing parameters based on those results. In addition, he is an adjunct professor at NYU, teaching Continuing Ed students about new media platforms. With more than 18 years of media planning experience (at DeWitt Media, OgilvyOne, RappCollins and OMD Digital), Jeff has expertise in print, television, radio and out-of-home media. Over the past ten years, Jeff has been a pioneer in the world of interactive media and marketing, having executed the first large search buy in 1995. A native of Dallas, Texas, Jeff attended Yeshiva University, graduating with a B.A. in Economics and an A.A. in Hebrew Literature. In 1989, he joined DeWitt Media (now Optimedia) working on Pearle Vision, Hebrew National, Reebok, MasterCard and the Discovery Channel. Jeff was honored with Mediaweek’s 1996 “Best Use of New Media” for one of the first-ever search marketing buys, utilizing guerrilla marketing techniques and competitive keywords on search engines for IBM. In 1998, Jeff and his team received an award from ChannelSeven.com for creating the first interactive Web commercial, featuring Rocky and Bullwinkle for Tivoli Systems, Inc. In 2000, Jeff was one of the authors of the AAAA’s Terms and Conditions Standards for Internet Advertising version 1.0. He currently sits on the AAAAs Digital Innovations Committee. From 2003 – 2005, Jeff was East Coast Media Director for OMD Digital, growing OMD Digital into one of the top three digital media companies with accounts such as GE, Dannon, Cingular and Absolut Vodka. Jeff is proud of his family (wife Debbie and daughters Maya and Ellie), his home theater, his i-Phone and the fact that he doesn’t have an avatar on Second Life. Eric Hadley, CMO of Heavy Corporation, manages all sales, marketing and ad operations for the company. Prior to Heavy, Mr. Hadley was general manager of Global Marketing for the Microsoft Digital Advertising Solution Team including MSN, Live.com Xbox Live and all other Microsoft advertising-funded properties. He was responsible for product research, industry and agency initiatives, network positioning, sales collateral and field marketing events CRM and direct marketing. Hadley has produced and programmed Microsoft's industry leading Media and Marketing Conference, Strategic Account Summit, SAS, for the past 5 years. He also managed the global rollout of Microsoft adCenter, the company's next-generation advertising platform. In addition, Mr. Hadley was a leading advocate for integrated media planning and creative advertising. Before being appointed to his Global Marketing position in March 2003, Mr. Hadley managed MSN Brand Communications. One of his major accomplishments was orchestrating the award-winning MSN 8 Butterfly campaign and integrating online advertising, marketing, promotions and events for the rollout of MSN 8 in October 2002. The marketing effort increased awareness of MSN by more than 30 percent following the software’s launch. Prior to his stint at MSN Brand Communications, Hadley ran Microsoft’s marketing efforts in Washington, D.C. Mr. Hadley joined Microsoft in March 1998 from Ogilvy & Mather. He played a key role in launching the award-winning worldwide e-business campaign that successfully revitalized the IBM brand. Prior to his tenure at Ogilvy & Mather, Mr. Hadley worked on the Burger King Corp. account at Ammirati & Puris and regional McDonald’s business at DDB. Mr. Hadley has received numerous honors during his career. He was the recipient of the prestigious “Chairman’s Award,” an internal Microsoft honor bestowed only to exceptional employees. While at Ogilvy & Mather, Mr. Hadley received the “David Ogilvy Award” for his work on the IBM account. Mr. Hadley serves on the Chief Marketing Officer (CMO) Committee of the Interactive Advertising Bureau. He is also a member of the Board of Directors for the VCU Advertising School and Urban Monkeys. Eric Hadley splits his time between his home in Seattle, WA and New York City. Michael Kassan, Entertainment and Media Consultant: Michael E. Kassan is a internationally recognized leader in the area of media and entertainment. Mr. Kassan has acted as a development consultant presently to brands and companies including Home Depot, National Lampoon, Visible World, DIC Entertainment, Mindshare Worldwide, TV Guide, FBC (Fact Based Communications), Brandsense, Warner Home Entertainment, Revolution Studios, Entertainment Industry Foundation, Microsoft, Verizon, Constellation Ventures (Bear Stearns), Cerberus Capital Management and The Leverage Group, BNC, Cimarron Group. Previously, Mr. Kassan was the President/Chief Operating Officer and Vice-Chairman of Initiative Media Worldwide a division of The Interpublic Group of Companies (IPG:NYSE), at the time, the largest and most diversified media management company in the world, with more than 75 offices in North America, Europe and Asia. In 1997, he was named one of the top media executives in America by Advertising Age magazine. Mr. Kassan joined Initiative Media Worldwide in 1994 and was instrumental in the sale of the company to IPG. While there, he oversaw the day-to-day operations in North America and was the architect of the firm’s international expansion and grew media billings from $1.5 billion to over $10 billion. Mr. Kassan, an attorney was counsel to the Los Angeles law firm of Christensen, Miller, Fink, Jacobs, Glaser, Weil & Shapiro. He had been President and Chief Operating Officer of International Video Entertainment (Artisan Entertainment). Mr. Kassan has acted as a director and advisor to many charitable and community organizations, including The Hollywood Radio and Television Society, and previously serving on The Commission on California State Government Organization and Economy. He also has been Chairman of the Senate Select Committee on the Entertainment Industry in California and in 1998 was elected to the Board of the American Advertising Federation. Mr. Kassan has served on the following Boards as Director: H.E.L.P Group, Big Brothers of Los Angeles, Stephen S. Wise Temple and Skirball Cultural Center.